OVERVIEW
As a challenger brand in the pet food space, Untamed approached us to support their acquisition activity and build towards lofty growth targets. Untamed are on a mission to change the cat food industry, prioritising a human grade, whole-meat diet, in order to promote a healthier, happier life for our cats. We supported with a holistic creative approach, working alongside their performance team to ideate, create and test ad creative at scale.
THE CHALLENGE
The findings from our initial research told us that the pet food subscription space is a noisy one, particularly when it comes to acquisition on paid social. Not only that but, cat owners tend to be highly proud and protective of their pets, making them emotional purchasers. As a result we knew it was important to focus on a) brand presence and b) authenticity.
THE APPROACH
Our approach was anchored in two key principles; (1) concept variety and (2) creative volume. We knew that in order to scale as aggressively as possible, we needed to provide a broad range of creative concepts and executions in order to stay ahead of the curve, differentiate from the competition and find new winning creative. We also strived to provide as many assets as possible for the growing spend levels in the ad account, this acted as the primary lever for scale.
We knew that pet owners valued the opinion of other pet owners when it comes to making purchase decisions, so creator ads (CGC) were a key focus for driving conversion for Untamed. This authentic format is great for building trust.
The market was either unaware of the benefits of raw food or were unsure, so a lot of our work (particularly on the video side) aimed to educate the market on the benefits of a whole-meat diet, which proved to be effective from a conversion perspective.
We implemented and managed a robust testing structure which enabled us to test new creative in a systematic capacity.
We focused on a variety of creative executions, angles and concepts in order to maximise testing breadth and ensure that we were always striving towards finding the next winning creative. We leveraged data to keep us informed of which direction to go in.
The key to scale is in asset volume, the more we test, the more likely we are to find winners. We were able to produce 100+ pieces of creative, covering multiple creative angles, to amplify testing and improve the likelihood of success.
SOLUTION
We provided a full-funnel suite of assets, including a mix of video and offer-led static creative. With a strong strategic focus, we were able to find a winning asset within our first monthly delivery. Our relationship with Untamed spanned multiple years, in which time we produced hundreds of ads across many different executions and angles. We always kept true to our core principles of education and authenticity.
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